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hello@icreate.co.uk   ●   International: +44 207 099 0447
London: 0207 099 0447   ●   Bristol: 0117 223 2024
Wales: 01792 824 894

London Stadium - West Ham F.C Marketing Package Case Study



Launching a New Football Stadium



Built to host London 2012, the former Olympic Stadium, re-named London Stadium, was to become the new home for West Ham United Football Club from the start of the 2016/17 season. This was a bold and potentially unsettling move for the fans of the club.

One of the first challenges for iCreate was to model the area around the London Stadium, so that a flythrough could set the new stadium in its locational context, within the 2012 Olympic Park. In order to bring the stadium to life, iCreate needed to animate a crowd of 50,000 football fans, each moving independently and wearing clothes reflecting West Ham’s team kit and colours.

The brief was to bring the stadium to life, complete with fireworks and ‘blowing bubbles’, in order to generate excitement and support for the move.


For this prestigious project and high profile project, iCreate was commissioned to develop a flythrough which would highlight the London Stadium for fans and business users. Showing the new location in its geographic context, the flythrough shows fans arriving at the stadium, spending time in the fans zone outside and in the shop, bringing the whole match day experience to life.

The range of hospitality areas, with appropriate club related décor and fittings, are showcased in the flythrough, with the quality demonstrated at every opportunity.  An interactive touch screen carrying the animation was used in the season ticket reservation centre and a set of static CGIs were also created.  As a result, West Ham was able to start selling its hospitality packages and season tickets in advance of their move.